How will Cyrus of Zhang Xinghai handle himself after losing the favor of Huawei?

When Ren announced that Huawei would not build cars in five years, it seemed to be a temporary reassurance for Zhang Xinghai, the actual controller of Celeste, but it was actually more like a reminder.

From the current point of view, the car-making business of science and technology enterprises is not mature in the real sense, and no real science and technology giant has officially announced its entry into the vehicle manufacturing industry. Huawei's idea of not wanting to be a bird is completely understandable.

However, it is not ruled out that within five years, Huawei may continue to prepare to build cars, and Huawei's name has already started. Whether Huawei asks the world or Huawei asks the way, it is just a suffix behind the brand and a foundry company.

Up to now, more than 75% of Celeste's national channels rely on Huawei, which is the main channel for external publicity. In the eyes of uninformed people, this is a Huawei car brand.

However, Huawei's intelligent selection mode is about to join BAIC, Chery and Jianghuai, and Cyrus is no longer the only object. Huawei's attitude should also change.

How will Cyrus manage himself by then, whether to return to the channel system of Dongfeng well-off society or rebuild his own sales channel?

Whose car is this?

In the last round of fuel vehicle competition, the marginalized brands, whether independent or joint venture, lacked core competitiveness and had to choose to become foundries except bankruptcy.

Lifan Automobile, Jianghuai Automobile and Haima Automobile, which once enjoyed unlimited scenery, have now become foundries of new forces.

On the issue of transforming to new energy, no traditional enterprise can realize the transformation alone, but traditional enterprises are also very cautious in choosing cooperation with technology enterprises.

At present, Huawei has three modes of cooperation with foreign countries. One is the traditional parts supplier model, which supplies smart parts for car companies; The second is Huawei's smart car solution, namely HI mode; Third, intelligent product selection mode, that is, on the basis of the first two modes, fully participate in product design, marketing and sales channels.

HI models are mainly Beiqi Polar Focus, Guangzhou Automobile Aian and Chang 'an Aoweite. According to the statistics of third-party sales, Beiqi Polar Focus sold only 9,828 vehicles in 2022, and only 833 vehicles in the first quarter of this year. Changan Aoweita was listed for 3 months, with a cumulative sales volume of 5,654 vehicles.

On March 27th, Guangzhou Automobile Group announced that the AH8 project of its holding subsidiary, Guangzhou Automobile Aian New Energy Automobile Co., Ltd., was changed from joint development with Huawei to independent development due to the resource allocation of all parties, which means that Guangzhou Automobile Group withdrew from Huawei HI mode.

At the shareholders' meeting of SAIC on 202 1, Chen Hong, chairman of SAIC, once said: "SAIC can't accept cooperating with a third-party company like Huawei to drive automatically, otherwise it will become a soul, a body, and SAIC will take the soul into its own hands."

Of course, SAIC has been cooperating with Ali, so it is normal for them to reject Huawei.

According to Huawei's annual report data, the revenue of BU smart car solution in 2022 was 2.077 billion yuan, accounting for only 0.32% of Huawei's total revenue. Therefore, in a sense, it is not that Huawei does not build cars, but from this perspective, the cost of going it alone is relatively high, and the current performance of the cooperation model is not very bright. The key point is that the cars in the world still belong to the brand released by Cyrus.

Compared with Huawei as a whole, the cooperation income with the automobile industry is not outstanding, but once it is bound together, once something happens, it will damage Huawei's brand image.

This time, Huawei reiterated that it would not build a car, and especially emphasized not to reveal the "Huawei" logo. It refers to the only car that uses the "Huawei" trademark at present, that is, the crown block in Zhang Xinghai.

Cyrus continues to lose money.

Another important reason why Huawei prevents Huawei from asking the world may be that asking the world's cars is not profitable.

On October 30th, 65438/kloc-0, Cyrus announced that the company expected to achieve operating income of 33.5 billion yuan to 35 billion yuan in 2022, up by10038% and 109.36% year-on-year, and the company expected a net loss of 3.5 billion yuan to 3.95 billion yuan in 2022.

According to the financial report of Cyrus (previously renamed Xiaokang) from 20 16 to 2022, since the net profit loss of non-mothering was deducted for the first time in 20 18, the accumulated net profit loss of non-mothering was as high as 654.38+0.048 billion yuan for five consecutive years (the net profit loss of non-mothering was calculated to be 4.3 billion yuan in 2022).

Its net profit also began to lose money in 2020, which has lasted for three years, with a cumulative net loss of about 7.503 billion yuan.

Some investors ask questions on the interactive platform, does it mean that Huawei will take away big profits? Secretary Celeste responded that the global sales of this series of vehicles were all included in Celeste's operating income.

If it conforms to the objective facts, Celeste will suffer a great loss, and Huawei should also suffer a certain degree of loss.

As the first player in Huawei's intelligent selection model, Cyrus received special care from Huawei. After several name changes and Huawei's clever choice of exquisite packaging, it finally became a rising star in the new energy automobile industry with the image of "AITO Automobile".

Before Huawei fully accessed the Fairyland, the first model of Fairyland in 2009, SF5, 2065438+ 1 1, was released in1October. By April of 20021year, Fairyland cooperated with Huawei, and the rear motor of Fairyland was replaced by Huawei, so Fairyland Huawei chose SF5,2021to launch.

All stores in Fairyland were changed to AITO, and Fairyland Huawei chose SF5 to stop accepting reservations. Although Huawei and Fairyland didn't directly respond to this question at that time, Fairyland SF5 never appeared again, and the related websites remained above 202 1.

If it is a traditional car company, it usually takes several years for a product to go from R&D to mass production. However, since technology companies came across the border, more and more car companies have realized the essence of Ren's "technology is based on shell replacement".

Obviously, Cyrus should concentrate on following Huawei.

Since then, Huawei began to fully lead the publicity work of Sailis, and looked at the official micro-content of AITO Automobile before April 1. The words Huawei or Huawei are everywhere.

On March 8th this year, the Weibo account named Huawei Terminal directly released the propaganda content of "Huawei asks about cars" and actively @ asked about cars to interact with it.

This move once made the industry think that this was Huawei's public announcement of the legal identity of the car.

It has also made many consumers further create the illusion that cars are Huawei products.

Of course, this "answer" has been answered by Ren himself.

Technology is based on shell replacement.

AITO car or car, the word Huawei is not added in front. As for how consumers understand it, it is a consumer's problem.

For Xiaokang, who has been trying to get close to Huawei, this is almost a stepping stone to success. After all, with the support of Huawei, Xiaokang (later renamed Selis) has successfully transformed from a micro-surface, micro-card and non-mainstream commercial vehicle enterprise into a brand that consumers can know a little about in the second-line camp of new energy.

The performance of the car today depends entirely on Huawei.

After Zheng Fei stopped asking people to use Huawei's logo, Zhang Xinghai said in an internal letter to all employees in Tianjie that he would insist on using software to define cars and would continue to strengthen cooperation with Huawei.

This sentence reveals multiple meanings. Fairy world has no software strength (in fact, hardware is not strong). Faced with Huawei's strength, the celestial world can only smile bitterly, and Huawei has obvious initiative in the celestial world.

In fact, this is one of the reasons why traditional car companies have always resisted the deep cooperation of technology companies.

One of the most taboo situations in brand building is "wrong name" or "wrong place of origin". Baowo Automobile, which has a history of a hundred years and a very high starting position in the industry, eventually went bankrupt because of the lack of core competitiveness.

From 20 16, Xiaokang shares began to launch the Sailis project. The development idea is also the lack of long-term planning and the idea of selling another vest. Today, with the development of the Internet, there is some gambling.

Gambling is that consumers don't know, and gambling is that consumers mistakenly think that this is Huawei's product.

Some analysts pointed out that Cyrus's business logic is to confuse the real with the fake, which makes consumers from afar have a series of misunderstandings.

From the research and development of motorcycle shock absorber springs, to the joint venture with Dongfeng Motor, and now to the deep cooperation with Huawei, Zhang Xinghai knows the truth that "it is good to enjoy the cool under a big tree".

On March 30th, Chongqing Celis Landian Automobile Co., Ltd., a subsidiary of Celis Group, officially released the brand of new energy automobile Landian. At the same time, Blue Power E5, the first model of Blue Power brand, was officially launched.

Critics in the industry have pointed out that the blue electric E5 is familiar, much like the shell-changing version of Scenery 580. The two cars are very similar in structure and interior layout, including the previous Tianjie SF5, which has also been similarly questioned.

Technology didn't come out of thin air, and so did Xiaokang shares.

This article comes from the author of Che Yi, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.